The art of Bradley Theodore for Moleskine at the Milan Design Week 2017

This year the Milan Design Week of BASE Milano will be dedicated to Design Nomade with an exhibition project originating from an international call involving many designers, companies and universities from all over the world. Moleskine will also be a key player of the project with a collaboration and a series of initiatives promising to be very interesting. Indeed, the historical brand of the black notebook will bring to Milan Bradley Theodore, a Caribbean street artist based in New York who became famous mainly for his works dedicated to two fashion icons, Anna Wintour and Karl Lagerfeld. On the occasion of this year’s Fuorisalone Theodore’s paintings will meet the backpacks of the Classic Bags by Moleskine designed by Giulio Iacchetti.

Through videos and sketches, at BASE it will be possible to see the storytelling of the process that led to the design of the bag and its base (a semi-rigid support allowing the backpack to stand on its own). At the same time, some more videos will show the artist from New York while working to customise the bag. Monday April 3rd, from 3 pm to 5 pm, on the occasion of the press preview, Giulio Iacchetti and Bradley Theodore will be together at BASE Milano. The event will then continue at Moleskine Café in Corso Garibaldi 65, where at 7 p.m. “Moving Ideas”, the opening party of the Milan Design Week, will see Bradley Theodore in a live painting performance on the shop windows of the café. This will also be an opportunity to admire a preview of three new paintings on canvas by the artist.

But that’s not all! In line with the constant fusion between physical and digital characterising many recent projects by Moleskine, the customisation performance will continue also from an intangible perspective. Indeed, at BASE, at Moleskine Café and in the Moleskine stores of Piazza Gae Aulenti, via Dante and Corso Buenos Aires, the public will be able to virtually customise their Moleskine Classic Backpack, design their own pattern using the Smart Writing Set Moleskine (the system for transferring content from paper to digital), apply it on the bag using the special app My Virtual BackPack and share the fruit of their work on social networks. Every virtual customisation will become an animated GIF to share on social channels, but also on the displays of BASE spaces. And only during the Design Week, for every bag purchased in Moleskine Cafè and Moleskine Stores in Milan (Via Dante, Piazza Gae Aulenti and Corso Buenos Aires) customers will get for free a limited edition notebook designed by Bradley Theodore.